The author is a Forbes contributor. The opinions expressed are those of the writer.

Loading ...

Loading ...

This story appears in the {{article.article.magazine.pretty_date}} issue of {{article.article.magazine.pubName}}. Subscribe

2008 NHL Winter Classic (Photo credit: Wikipedia)

The NHL salvaged its season, but it didn’t salvage its biggest event, the Winter Classic.

The lockout that arose over a contentious labor dispute between the league and its players pushed the start of the season to Jan. 19, knocking out the New Years Day event that’s become the centerpiece of the NHL’s regular season. This year’s version was a Detroit Red Wings-Toronto Maple Leafs clash scheduled for Michigan Stadium in Ann Arbor, MI. The abbreviated season also claimed the All-Star Game, scheduled for Columbus, OH, as a casualty. A tough year for hockey events in the Midwest: even the NCAA championship didn’t go its way as two Connecticut schools battled for the title (Yale defeated Quinnipiac).

So how does the NHL make up for lost time? By bringing the event coast to coast. Scheduling not one, not two…but six outdoor matchups in 2014. Michigan Stadium will get its Jan. 1 Winter Classic between the Wings and Leafs. But the schedule reportedly grows from there: a west coast game at Dodger Stadium in Los Angeles between the L.A. Kings and Anaheim Mighty Ducks on Jan. 25, a pair of New York games at Yankee Stadium (Rangers-Devils on Jan. 26; Rangers-Islanders on Jan. 29), along with a Blackhawks-Penguins matchup from Chicago’s Soldier Field on March 1 and Senators-Canucks at Vancouver’s BC Place, the 2010 Olympic Stadium, on March 2.

The two New York games in late January will build provide a buildup to the Super Bowl, which will be played on Feb. 2 at MetLife Stadium in New Jersey. Certainly a chance for the city to build some bridge events without adding to the tourist crunch - since the hockey games involve local teams, they can bring suburbanites into the city who won’t infringe on the hotel room supply for Super Bowl fans.

The ambitious schedule was first reported by TSN, and has not been confirmed by the league. Final plans could still vary depending on such issues as nailing down agreements with the facility owners. But assuming that something resembling such a schedule happens, what to make of it? A good idea, based on the success of the Winter Classic on moving into the Jan. 1 space that was vacated by college football’s biggest bowl games? Or too much of a good thing, threatening the uniqueness?

Think of it this way: now that the Winter Classic has been going strong since 2008, the novelty is pretty much over anyway. So a fresh approach like an expanded slate of games makes plenty of sense, even if six might be overkill. Instead of a single national event, why not a series of regional eventsdWith the exception New York, all games will be unique in their respective markets. "They might feel that's a better way to bring value to their televison partners," says David Carter, who runs the Sports Business Group, a Los Angeles-based industry consultant.

During its brief history, the Classic has typically sold merchandise units in the tens of thousands and spurred season ticket sales for the following season. There’s also the need for some clubs to push corporate suite purchases, a business that suffered some damage during the lockout even as general attendance didn’t. Southern California, a place that likes big events and where hockey is still far down on the entertainment totem pole despite last season's Stanley Cup won by the Kings and this year's strong play of the Ducks, could really benefit.

"L.A. is a place where people like to see and be seen, it would work really well here," says Carter.

Lots of details are still uncertain – will there be an HBO “24/7” for some (or all) of the additional games? What about ancillary events like legends games? How will they take care of the ice on the west coast? NHL officials aren’t saying anything just yet; we’ll be ready to update when they do.